MumbaiMirrored : Tapping History to Spark Future Debates
2020 Finalist

MumbaiMirrored : Tapping History to Spark Future Debates

Bennett, Coleman and Co. Ltd.

Mumbai, India

Category Best Use of Print

Overview of this campaign

Regain Youth Readership

As a tabloid, the largest reader-base for Mumbai Mirror has always been the youth. However, youth readership (<30yrs) has been on a decline recently, posing an existential question for the brand. With minimal marketing budgets and limitations of being a city brand, a regular campaign was not an option.

To regain youth readership, Mirror decided to take a different, conceptual approach.

Research concluded that youth in Mumbai lacked an authentic and coherent narration of modern history of the mega-city. We decided to mirror the city’s past, its struggles, victories and transformation to cue a youth debate for a better future.

We leveraged the brand strength as city’s conscience keeper and a fierce storyteller; and used our name ‘Mirror’ in its literal sense, to launch MumbaiMirrored, aunique print-linked video series that told the never heard before story of how Mumbai came to be.

At the centre of this series were interviews with five octogenarians who have shaped the culture, landscape, economy and law of the city. The series captured the personal intertwined stories of a Super-Cop, an Urban Planner, a Political Activist, a Social Worker and a Theatre-Artist-Turned-Adman.

The video series was created using real news clippings from newspaper archives linked to the events being narrated, giving audiences an authentic feel of the old city and its transformation while leveraging the Power of Print to capture the story of city to posterity. The audience navigated through the personal stories of these 5 First Citizens to learn the stories of struggle, change and transformation from seven islands to a mega-city and commercial capital.

The campaign took the audience on a journey between the video series on its website, OTT platforms & social media handles provoking curiosity of the youth to know more about the past of the city. Newspaper articles supplemented this quest by curating interesting features about the city’s emergence as a mega-city and posing the debates for the future.

 


Results for this campaign

A DISRUPTIVE LAUNCH WITH 7 UNIQUE FRONT-PAGES!

 

On launch day, we published 7 different front cover-pages across the same edition across the city. With a reversed masthead, the front page was readable only when held in front of a mirror. The 7 covers were a throwback to unique landmarks from the 7 islands that created the city.

 

  • Every household received a different cover driving up the intrigue.
  • Readers shared their newspaper cover’s picture against a mirror using #MumbaiMirrored
  • Became a trending topic on social media for the launch day.

 

AN IMPACTFUL CONNECTION

 

1. Higher growth in the Young Readers

  • Overall, brand readership grew by 1% in a span of 6 months
  • But, youth readership amongst 16-19years’ grew by 13%, and that amongst 20-29years’ grew by 3.3%
  • This is an extremely difficult task esp. given the fact that youth is favouring digital devices instead of print, and Mumbai is a mature market
  • Source : Indian Readership Survey,2019. Figures compare Q3 vs Q1.

 

2. Strengthen the Reader profile skewing to younger readers

  • Percentage of readers in 16-29years’ has increased from 42% in Q1 2019 to 43% in Q3 2019
  • Source : Indian Readership Survey,2019. Figures compare Q3 vs Q1.

 

3. Increased Salience amongst Young Digital News Readers

  • Spont Recall of Mumbai Mirror (print newspaper)has increased from 67% to 88%
    • Respondent definition: Digital news readers who are aged between 18-25years. and do not read English newspapers regularly
    • Source : Brand health Dec 2019 vs Dec 2018

 

4. Higher Digital Traction on Mirror News Portal

  • Mirror Digital portal has experienced a 59% increase in Page Views
  • Source : Internal Data, Dec 2019 vs Dec 2018

 

EYEBALLS & ENGAGEMENT ON DIGITAL

 

The videos were widely appreciated with viewers sharing their feedback resonating with the purpose of the campaign.

  • 69MN+ Impressions
  • 21MN+ Video Views
  • 8MN+ Reach
  • 83K engagements (including shares and comments)

Besides high viewership and connect with the video series, readers also participated in the contests and trivia series. They shared memories from their past, unique souvenirs of the city’s past, images of which were printed in the newspaper.

 

The tabloid mirrored the past to cue a debate for the better future.

 

 


Contact

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